GROUP PROJECT 2 Group Project Running head: GROUP PROJECT 1 Our company, DAKAT Foods, produces, markets, and sells wholesome and socially beneficial foods and beverages around the world. The purpose of our talk today is to tell you about our newest product, an organic, fair trade, low-glycemic, environmentally friendly, and socially responsible iced coffee drink called HAPPUCCINO. Product HAPPUCCINO is a blended organic and fair trade blended iced coffee, deliciously creamy and served in compostable packaging. The product consists of organic fair trade coffee, organic and naturally low-carb sweeteners, and vegan nut-milks with other natural flavors. Our major competitors are Starbucks, Caribou Coffee, and Dunkin Donuts. Future partners will include REI, Whole Foods, Fresh Thyme, local grocery co-ops, and sustainability-minded restaurants and cafes. Marketing strategy focuses on a business’s overall plan to reach and retain potential customers through establishing a value proposition, gathering demographic data, and setting objectives. According to Abedin & Jafarzadeh (2013), a unique marketing strategy starts with product differentiation, which results in higher brand love, enhanced image, and customer loyalty. The products’ value proposition is also based on a great customer experience supported by an outstanding store atmosphere meant to decrease stress and increase the sense of well-being in our customers. Market and Customer HAPPUCCINO will be marketed through the use of mass media and online social-media advertisements, focused on long term branding of the product as a healthy, sustainability-focused, customer-oriented, and ethical business. We will also partner with established brands to co-market our products together. We plan to market HAPPUCCINO in several markets, including: · Online, via social media including Facebook, Instagram, Tick-Tock, and other person-to-person social media platforms · By engaging young influencers, such as popular Youtubers, young celebrities, sports figures, and others that our target customers trust. · By cross-promoting with other brands in the LOHAS space, e.g., REI, Whole Foods, Fresh Thyme, local grocery co-ops, and sustainability-minded restaurants and cafes. · We will run special ads in local publications, to drive foot traffic to our own and partner stores. As HAPPUCCINO moves through its life cycle and gains market share, we may decide to increase pricing; e.g. skimming price strategy, to increase revenues and further establish our superiority in the crowded coffee market. According to Akaeze and Akaeze (2017), business practitioners achieve a competitive advantage when they perform a careful value-creating plan or method not simultaneously performed by competitors. In our case, HAPPUCCINO is superior in health and environmental benefits. It is instructive to note that most initial pricing strategies are temporary and as the product life cycle advances, there will be changes in the ...

1. GROUP PROJECT 2
Group Project
Running head: GROUP PROJECT 1
Our company, DAKAT Foods, produces, markets, and sells
wholesome and socially beneficial foods and beverages around
the world. The purpose of our talk today is to tell you about our
newest product, an organic, fair trade, low-glycemic,
environmentally friendly, and socially responsible iced coffee
drink called HAPPUCCINO.
Product
HAPPUCCINO is a blended organic and fair trade blended iced
coffee, deliciously creamy and served in compostable
packaging. The product consists of organic fair trade coffee,
organic and naturally low-carb sweeteners, and vegan nut-milks
with other natural flavors. Our major competitors are Starbucks,
Caribou Coffee, and Dunkin Donuts. Future partners will
include REI, Whole Foods, Fresh Thyme, local grocery co-ops,
and sustainability-minded restaurants and cafes.
Marketing strategy focuses on a business’s overall plan to reach
and retain potential customers through establishing a value
proposition, gathering demographic data, and setting objectives.
According to Abedin & Jafarzadeh (2013), a unique marketing
strategy starts with product differentiation, which results in
higher brand love, enhanced image, and customer loyalty.
The products’ value proposition is also based on a great
customer experience supported by an outstanding store

2. atmosphere meant to decrease stress and increase the sense of
well-being in our customers.
Market and Customer
HAPPUCCINO will be marketed through the use of mass media
and online social-media advertisements, focused on long term
branding of the product as a healthy, sustainability-focused,
customer-oriented, and ethical business. We will also partner
with established brands to co-market our products together.
We plan to market HAPPUCCINO in several markets, including:
· Online, via social media including Facebook, Instagram, Tick-
Tock, and other person-to-person social media platforms
· By engaging young influencers, such as popular Youtubers,
young celebrities, sports figures, and others that our target
customers trust.
· By cross-promoting with other brands in the LOHAS space,
e.g., REI, Whole Foods, Fresh Thyme, local grocery co-ops, and
sustainability-minded restaurants and cafes.
· We will run special ads in local publications, to drive foot
traffic to our own and partner stores.
As HAPPUCCINO moves through its life cycle and gains
market share, we may decide to increase pricing; e.g. skimming
price strategy, to increase revenues and further establish our
superiority in the crowded coffee market.
According to Akaeze and Akaeze (2017), business practitioners
achieve a competitive advantage when they perform a careful
value-creating plan or method not simultaneously performed by
competitors. In our case, HAPPUCCINO is superior in health
and environmental benefits.
It is instructive to note that most initial pricing strategies are
temporary and as the product life cycle advances, there will be
changes in the demand curve and costs of the product that
would naturally necessitate a reassessment of the pricing
policies and their impacts.
· We plan to market HAPPUCCINO to the LOHAS (i.e.,

3. lifestyles of health and sustainability) market segment
(Schüpbach, Gröli, Dauwalder, and Amhof, 2007).
· This segment includes affluent individuals that care about
their health and the health of the natural environment.
· Our product will appeal to this market because we will use
organic, fair trade, healthy, and environmentally friendly
products, and packaging.
· We will also donate a portion of our profits to causes that our
customers care about, such as helping people in developing
regions, restoring natural habitats, and providing education and
outreach for communities in need.
We plan to market HAPPUCCINO in several markets, including:
· Online, via social media including Facebook, Instagram, Tick-
Tock, and other person-to-person social media platforms
· By engaging young influencers, such as popular Youtubers,
young celebrities, sports figures, and others that our target
customers trust.
· By cross-promoting with other brands in the LOHAS space,
e.g., REI, Whole Foods, Fresh Thyme, local grocery co-ops, and
sustainability-minded restaurants and cafes.
· We will run special ads in local publications, to drive foot
traffic to our own and partner stores.
Customer retention is the process of building long-term
strategic relationships with existing customers that continue to
support our products and brands over time. It is important to
retain existing customers because it is much more expensive to
find new customers than it is to keep existing customers.
· We intend to develop incredible relationships with our
customers because we offer a unique, healthy, and sustainable
products that they want and need. (Bridges, Goldsmith &
Hofacker, 2005).
· By providing an exceptional product at a premium price, we
will develop trust within our existing customer base.
· Our product and in-store experiences will be exceptional,
building brand love and motivating customers to purchase our
products often.

4. · We will utilize social media and viral marketing campaigns
that will be shared by our customers, creating word of mouth
and peer to peer communications. This will help to increase
trust in our brand.
· We will continue to reward our customers with loyalty
bonuses, such as free size upgrades and free drinks after
accruing points in our rewards program.
Processing
The process for our production line that we believe will be
the most beneficial in the startup phase of our organization is a
three-part process. In the initial phase is the roasting phase. In
this phase two commercial, industrial roasters will take the raw
coffee bean and roast it during a 2-hour process which will roast
our bean to industry preferential standards at 375 degrees. This
process will be a gradual heating until the beans reach the
internal temperature stated above. The second phase of our
production process will be the grinding and brewing phase. In
order to minimize expenditures, we will not create an automated
production line, instead opting for large quantity brewers that
will enable us to create a product using a minimal labor on the
production and assembly line.(ND) During this second process
the coffee will be ground down and brewed into large
commercial vats that will be done in 10L batches. The third and
final phase of the production process will be bottling and
packing. In this process our custom labelled and produced
bottles will be filled with our proprietary blend of coffee, low
carb sweeteners, nut milks and flavor enhancers. As our product
will be shelved in cooled fridges within a retail location, the
requirement for us to chill the product prior to shipping is
nonexistent.
Layout
The layout of the facility will follow along the manufacturing
process described previously. The layout will be a square layout
divided into 4 segregated rooms that will house each one of the
three production phases and the last room will be for storage of
the product and serve as a shipping bay as well. This particular

5. layout we believe will be the most beneficial to our production
process and allow us to keep each phase separated from the next
and thus have minimal chance of cross contamination and
pollutants getting into our products.
Location
The location for our first production facility will be in
Houston, Texas. The rationally behind locating our facility in
this area is accessibility both to shipping and an ideal waypoint
for disbursement into large scale freight forwarders and
distribution channels. Houston is ideally located next to the port
of Galveston, one of the primary shipping ports for products
from the Caribbean and South America where many of our
products will be sourced. It is also ideal as it is the 7th largest
city and its access to transportation links for the greater
continent is unparalleled. To further add to the benefits of the
location, production facilities costing is one of the lowest in
continental USA.
Work and Job Design
There are several elements that we need to pay attention to in
the design of the job and work required to manufacture products
or offer services, including tasks, motivation, resource
allocation, and reward systems (ND) as follow:
1. A task is defined as a piece of assigned work expected to be
performed within a certain time. At Happucino jobs will be
divided and spread into three processing phases: the roasting
phase, the grinding and brewing phase, the bottling and packing
phase.
2. Motivation describes forces within the individual that
accounts for the level, direction, and persistence of effort
expended at work. Happucino is committed to designing work
that motivates its employees to remain compelled, excited, and
passionate to do their work. On the way, monitoring will be
done by giving surveys to employees.
3. Resource allocation occurs when an organization decides to
appropriate or allocates certain resources to specific jobs, tasks,

6. or dilemmas facing the organization. Happucino will operate as
a company at the startup level so that the allocation of human
resources will be done very carefully, identifying and
structuring the work in such a way as to be efficient in utilizing
company resources.
4. Reward systems include compensation, bonuses, raises, job
security, benefits, and various other reward methods for
employees which in Happuccino will also be determined
through the employee performance appraisal system.
References
Abedin, B. & Jafarzadeh, H. (2013). Attracting and retaining
customers on Facebook business pages: A content analysis of an
online discussion forum. International Journal of
Technology Marketing. 8(3). DOI:
10.1504/IJTMKT.2013.055340
Akaeze, C., & Akaeze, N. (2017). Exploring factors that
influence consumer loyalty to automobile dealerships in New
York. Journal of Business Theory and Practice. 5(98).
Bridges, E., Goldsmith, R., & Hofacker, C. (2005). Attracting
and retaining online buyers: Comparing B2B and B2C
customers. Advances in Electronic Marketing. 1-27.
10.4018/978-1-59140-321-0.ch001. xxfryu
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Schüpbach, S., Gröli, M., Dauwalder, P., & Amhof, R. (2007).
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